Universiti Teknologi Malaysia Institutional Repository

To better understand the role of emotional processes in decision-making

Alsharif, Ahmed H. and Md. Salleh, Nor Zafir and Baharun, Rohaizat (2021) To better understand the role of emotional processes in decision-making. International Journal of Academic Research in Economics and Managment and Sciences, 10 (2). pp. 49-67. ISSN 2226-3624


Official URL: http://dx.doi.org/10.6007/IJAREMS/v10-i2/9883


The advancement of neuroscience technology has been attracted companies' and researchers' attention. Therefore, neuromarketing studies have increased globally from about one article in 2004 to over 570 articles in 2020 based on the Web of Science database. This study aims to highlight the neuroimaging tools, the neuroanatomy of the brain, and analyses the related literature and investigates the influence of emotion on decision making via the neuromarketing approach. The finding of the research is that emotion has a substantial effect on decision-making. Where neuromarketing presents unrivalled possibilities to record the active regions in consumers' brains and provide precise data about which neurons are active when exposed to marketing stimuli.

Item Type:Article
Uncontrolled Keywords:Neuromarketing, Neuroanatomy Brain, Neuroimaging Technology, Emotion, Decision-Making
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD30.2 Knowledge management
Divisions:International Business School
ID Code:96857
Deposited By: Widya Wahid
Deposited On:28 Aug 2022 10:41
Last Modified:28 Aug 2022 10:41

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